The scheme will introduce new Qualmark ratings of Enviro-Gold, Enviro-Silver and Enviro-Bronze for companies which meet benchmarks in energy efficiency, waste management, water conservation and community. Mr O'Connor said the new ratings would give New Zealand an advantage over Australia, which also faces challenges in attracting environmentally aware travellers. "Absolutely, and I think (advantage) over all the other competing destinations that are emerging, be they in South-East Asia or South America," he said at the TRENZ tourism conference at Rotorua.

But he agreed the challenge of attracting long-haul travellers was one Australia and New Zealand authorities might have to work on jointly. He said the Rudd Government's move to ratify the Kyoto Protocol had meant it was easier for New Zealand to work with Australia on environmental issues without tarnishing its image. "I think we have to be really careful that we wouldn't be dumbing down our image," Mr O'Connor said. "The fact that the (Australian) Government has committed to Kyoto is a huge advantage. "We are safer now in working with Australia than we were prior to the (Rudd) Government."